Canada
The latest from Ontario: Industry roundtable
Oh Canada! Six months into Ontario being regulated, Gaming Americas has kicked off its first Ontario-centric series of roundtables, bringing together the brightest and best from across the gaming scene to talk the latest on market developments.
With every base covered, from US influence on Canadian gaming, to player preferences and key verticals – we kick things off with Andrei Andronic (AA), General Counsel at Playson, Alexia Smilovic Ronde (ASR), Director of Compliance and Regulated Markets at Relax Gaming and Andreas Koeberl (AK), CEO at BetGames.
This one’s not to be missed, read on to find out more!
Welcome to Gaming Americas’ first Ontario roundtable! Can you talk us through your company and what you’re bringing to the table in Canada?
(AA) Playson is a leading developer which supplies innovative content to online operators in over 20 regulated markets. Our offering consists of almost 80 exciting casino games, as well as some fantastic promotional products.
We hold a recognition notice in Malta, as well as licenses in the UK, Romania and Greece – all of our games are tested and certified for all major European territories, and we’re always looking to expand our presence across the globe. Thus, our entry into Ontario’s online market gives us the opportunity to provide enjoyment to more players and meet our goal of fulfilling the needs of slots enthusiasts across the world.
(ASR) Relax Gaming is one of the iGaming industry’s leading suppliers of unique gaming content, having developed more than 4,000 online casino games hosted by more than 700 operators worldwide. In addition to this, we’re also an aggregator, providing content through more than 70 partner studios.
In terms of what we bring to the table in Canada, we were one of the first suppliers to enter the newly regulated Ontario market back in April this year. We debuted with over 130 games across multiple operators, with over half of these games deriving from 16 of our partner studios.
Our entry into Ontario marked the start of Relax Gaming’s expansion into North America and has so far proven incredibly fruitful with players enjoying a host of our most popular titles including Money Train 3 and Beast Mode.
(AK) BetGames is an innovation-driven live entertainment supplier. Our roots are in casual, non-mainstream live casino games. We don’t do roulette or blackjack but rather we aspire to build a perfectly complementary portfolio bridging sports fans and casino.
This unique approach has led to three product verticals: BetGames Classic, a new branded gameshow vertical called ShowGames, and our newest baby and biggest ambition yet, TWAIN SPORT, a live-action sports betting product. ShowGames, which is currently exclusive to industry giant Entain, and TWAIN SPORT, available to all, will be the product lines we want to push into the Canadian market. These will both target the new generation of causal player who values short-form, live-action.
We’re one of the first to respond to this new generation’s demand for premium, high-frequency live content, offering a permanent thrill with the highest integrity possible. The first sport, T-Basket, a basketball-themed game as the name implies, will surely be very interesting for the Canadian market. The overwhelming feedback from both international bookmakers and local lotteries led us to prioritize Canada as key – especially given its fast-growing basketball betting landscape. There is a lot of buzz around Ontario, and we have the perfect product(s) to differentiate and target the future generation of players.
Given we’re now a few months into regulation – what’s been your experience going live in the market and how much demand are you seeing for casino?
(AA) Well, we’re still in the process of going live, although we can certainly see that the demand for online casino is high, as the AGCO has highlighted a shortage of licensed suppliers in Ontario. I feel a turning point for the market will be when the province completes its transition from a grey market and all the demand shifts towards the licensed entities.
(ASR) First and foremost, I would like to commend Ontario’s lawmakers for regulating the market across multiple verticals in such a short timeframe, it was a genuinely impressive feat. The dynamics between iGaming Ontario, operators, and suppliers like us are working very well although different to the usual licensing process.
For Relax, the experience of going live in Ontario has been a smooth one. There was clearly a strong demand for online casino in the province and players have proven that by playing our award-winning portfolio of games in their droves. The local regulatory framework and constant oversight from the authorities offer a good balance between sturdy player protection measures, responsibilities of all the participating parties, and pragmatism in this early period of regulation.
Moreover, with the recent end-of-transition period consented by the AGCO, came a new wave of operators’ licensing, which should kick-start a new phase of development for everyone involved.
(AK) At BetGames, we’re just getting started! What we see is an enormous appetite for gameshows and TWAIN SPORT. We have multiple pitches a week and even the local lotteries are keen.
Furthermore, the AGCO is a very sensible regulator, open-minded and interested in dialogue, which is really refreshing. So, the demand is clearly there, we now just need to push on with the rollout. BetGames Classic titles are live with a handful of operators and doing well, although the focus is on the other product lines. I believe there are so many reasons to see an outstanding landscape for growth here, and we see great things ahead.
Given the U.S. has an extensive land-based casino heritage with Las Vegas and Atlantic City, how much do you see that influence carrying over into Canadian players?
(AA) When it comes to players, Canada comes across as having a slightly different demographic pattern. The land-based influence is still high, but what we are finding is that the newer generation of players are having a major impact on the shift towards online entertainment, as they are more familiar with online gaming via mobile devices rather than heading into brick-and-mortar casinos to spin on slot machines. Additionally, the forced closure of casinos due to the pandemic, as well as emerging trends and challenges, have certainly sped up the demand for online gaming in the last few years.
(ASR) Like the United States, Canada also has heritage in the land-based casino sector, as well as a strong influence from Tribal gambling operations in some of its provinces. However, the online gambling scene in Canada will differ from USA’s, as online operators will be in competition with land-based casinos that are migrating operations online or expanding their online division across the border.
The organisation of licensed activities is much more flexible in Canada, reflected in its uncapped amount of licensing limits. As all online entities are licensed free of any land-based agreements, each one must work under the province operator – iGaming Ontario’s umbrella. This could appear more restrictive but in reality, it creates a levelled playing field with a more free-flowing environment for stakeholders whilst still fostering more aggressive, controlled competition.
One thing worth noting is that Canadian players are used to diversity and are likely expecting this. The market was thriving until its regulation in Ontario, truthfully, we’re yet to see it fulfil its potential following the introduction of more licensed operators. The second quarter of operations is showing a very positive trend of players’ channelisation toward the regulated offering and this should continue as more well-loved casino brands enter the regulated space.
(AK) Canada has several advantages over the US, especially in modern, booming verticals like live entertainment. While in the US you need to build local studios, Canada allows you to leverage your existing – in our case European – studios.
This is just one example, one that allows some products to enter the market and reach players more rapidly. Surely, with the US opening up and now considering certain other casino products, this will push investments even further for the entire North American continent. Interestingly, however, our approach is vice versa, we are testing our concepts in the Canadian market to see the player’s appetite before targeting the US – we’ve seen other small suppliers do so with great success, and we’re looking to do the same.
Diving deeper into player preferences, what casino verticals are you seeing resonate most strongly with players and how much potential do you see in cross-selling casino to sports fans?
(AA) For us, it’s quite early to identify a number one when it comes to the preference of players. Classic slots are still preferred by a significant amount of the market, while sports fans might be more attracted to the ‘live’ games provided by studios.
(AK) From what we see, the classics are still taking the lion’s share. The live vertical is massive with roulette (including roulette-based gameshows), blackjack and even baccarat generating the vast majority of turnover. Slots are a given though, just like everywhere else. The market is developing quickly, so I think we will see some shifts towards casual, more entertainment-focused games and as a sports-crazy nation, this gives us a real edge with massive cross-selling opportunities across our product lines. That’s where our roots are, and that’s what we do best. With our fantastic options to fill next-gen demand, we are one of the few suppliers that can offer this to operators.
Last but not least, looking to the next 12 months – how do you see the market shaping up and where do you expect we’ll be by this time next year?
(AA) Given the impressive start and enthusiasm around the new regulatory regime, the market is looking at a steady and significant growth. A key role will be played by the AGCO, who recently assured that it will take aggressive measures against non-compliant operators. This will be an interesting tone set that will have to be observed, especially in connection with the bank reticence as well as police and political reluctance to enforce the law in Ontario.
(ASR) The next 12 months are going to be incredibly interesting. Expectations were high for the market, and despite the undisputable regulatory success of setting a pragmatic, holistic, and efficient regulatory framework – the results are not necessarily matching up at this point.
For me, the aggressive conversion of operators to licensed operators is key if Ontario is to reach its potential and deliver the successful regulatory blueprint that could serve other provinces. It’s fair to say that the introduction of a grey market exit-deadline has prompted a quick reconsideration from some stakeholders that might have been on the fence so far, and we’re seeing the initial effects of this already.
However, the most important development that should happen in the Canadian market in the coming months should be the regulation of other provinces such as British Colombia and Alberta. We can only hope to see consultations underway to open the market in the coming months.
(AK) Given the high player value, I would expect to see the current high interest in the market continuing until at least late 2023. Then probably, like with all high-potential markets, we will see some consolidation.
A huge positive for us is that we offer a complementary portfolio that allows operators to differentiate, and we give them products to cross-sell catering to sports bettors and casual casino players. So, in short, I don’t see the push from operators and suppliers levelling off in the next 12 months. Ontario, and indeed Canada offers a fantastic platform for growth given that the market’s conditions allow for a competition-friendly environment.
iGaming in Alberta continues to soar to new heights on PlayAlberta.ca. Alberta’s only regulated gambling website has now added select titles from Aristocrat Interactive, Aristocrat Leisure Limited’s regulated online Real Money Gaming (RMG) and Gaming Systems division.
The integration of Aristocrat Interactive’s games will provide a familiarity for players, as Aristocrat Leisure Limited’s land-based gaming division, Aristocrat Gaming, is the number one supplier of slot terminals within Alberta land-based casinos.
“Adding another world-renowned games provider to PlayAlberta.ca only helps bolster entertainment offerings for our players. Aristocrat Gaming has an established presence globally and bringing their features to Alberta will continue to enhance the province’s only regulated gambling website while encouraging Albertans to use a safe-and-secure iGaming destination ” Steve Lautischer, Executive Vice President, Business Development.
“Expanding our reach across North America remains a key priority and this launch with Play Alberta represents another milestone in our commitment to delivering the very best content to players in the region. Play Alberta has resonated with players across the province and we are thrilled to establish what we are sure will be a very positive relationship,” Shivan Patel, VP of North America at Aristocrat Interactive.
Titles being added to Play Alberta include: Buffalo, Wicked Winnings II, 7 Hot 7 and Gold Stacks 88 Lunar Festival with more set to be available in the coming weeks.
Being Alberta’s only regulated gambling website and a leader in online gambling means offering players responsible gambling tools that engage all players. AGLC’s GameSense and Self-Exclusion programs are best-in-class resources that offer bet, deposit and loss limits, to make sure players are in control of their gambling.
Ontario Lottery and Gaming Corporation (OLG) has entered into a partnership with the Canadian Olympic Committee and Canadian Paralympic Committee and has become the Official Ontario Lottery Partner of Team Canada for the upcoming Paris 2024 Olympic and Paralympic Games.
“Ontario is ready to cheer on Team Canada athletes as they compete in Paris this summer. This new partnership is showcasing one of the many ways OLG’s support makes a difference to people and communities across the province,” said Stan Cho, Minister of Tourism, Culture and Gaming.
“We are thrilled to welcome OLG to Team Canada. Ontario has such a rich sporting history and OLG has long been a supporter of sport and amateur athletes. We know this support has made a profound impact on athletes across the province, whether they’re engaged in sport at the grassroots level or pursuing their Olympic dreams,” said Jacqueline Ryan, Chief Brand and Commercial Officer of the Canadian Olympic Committee and CEO of the Canadian Olympic Foundation.
“We are so pleased to be entering a new partnership with OLG and welcoming them into the Canadian Paralympic community. We know support for sport and athletes has been important to OLG for many years, and we are excited to work with them to continue to champion Ontario’s Para athletes and inclusive sport across Ontario,” said Karen O’Neill, CEO, Canadian Paralympic Committee.
As momentum builds toward the Paris 2024 Olympic and Paralympic Games, OLG is also shining a spotlight on its players, who have helped support amateur athletes in Ontario by playing with OLG. The new “Sponsored by You” campaign reinforces that when you play with OLG, you support Ontario athletes.
Since 2006, OLG and the Ontario government have supported high-performance amateur athletes through the Quest for Gold athlete assistance program. The program has provided direct financial support to thousands of amateur athletes, enhancing their ability to train by offsetting the costs of training and living expenses.
“Many people don’t realize 100 per cent of OLG’s profits are reinvested into Ontario, and that we have a longstanding history of supporting amateur athletes. OLG’s ability to give back to communities is only possible thanks to our players, so we wanted to use this opportunity to recognize and celebrate them,” said Maxine Chapman, VP Brand & Marketing Officer at OLG.
OLG’s campaign features Team Canada athletes Andre De Grasse, Penny Oleksiak, Maggie Mac Neil, Jillian Weir and other Ontario athletes and Para athletes who have received funding from Ontario’s Quest for Gold program.
“Training for the Olympics takes a lot of preparation – physically, mentally and financially – and it’s not something you can succeed at alone. Having programs like Quest for Gold to help and knowing your community is supporting you makes all the difference, especially when you’re competing on the world stage,” said six-time Olympic medallist Andre De Grasse.
The success of the Quest for Gold program shows in the numbers – in the last four Olympic cycles, over 90% of Ontario medal winners had received Quest for Gold funding during their career.
“The Quest for Gold program showcases our government’s continued efforts to enable Ontario athletes to achieve their full potential at the highest levels of competition. We are proud to join with the OLG, our partners across the sport sector and all Ontarians in wishing our Olympic and Paralympic athletes the best of luck in Paris,” said Neil Lumsden, Minister of Sport.
Canada
Greo and CCSA Release New Report Named “Gambling Availability and Advertising in Canada: A Call to Action”
Recent gambling policy changes in Canada have led to increased opportunities to legally bet on sports and gamble online, 24 hours a day, seven days a week. The report “Gambling Availability and Advertising in Canada: A Call to Action” looks at the impacts of legal gambling in Canada since the approval of the Safe and Regulated Sports Betting Act in 2021. The report recommends developing a pan-Canadian strategy to address gambling-related harms. This is a new report by Greo Evidence Insights (Greo) and the Canadian Centre on Substance Use and Addiction (CCSA).
This call to action is in response to the significant increase in gambling advertising on billboards, social media, at commercial breaks during sports broadcasts and during sporting events. Increased gambling availability and advertising are expected to contribute to increased gambling in Canada, thereby posing a significant risk of harms among the general population, particularly for youth, young adults and other vulnerable populations.
The report also describes how the increased availability of gambling and in gambling advertising are of great concern because:
- The types of gambling being made available and promoted (single-event sports betting and live or in-play betting) are associated with a greater risk of harm. For example, single-event sports betting increases gambling intensity and gives an illusion of control over the outcome as people believe their knowledge of the game gives them a competitive edge.
- The volume of gambling advertisements repeatedly pairing sports with betting normalizes gambling, leading people to think of betting as an integral part of being a sports fan.
- Increased availability of gambling and in gambling advertising are happening at a time when many people in Canada are more vulnerable to problematic gambling and gambling-related harms because of the lingering health impacts of COVID-19 and a rise in the cost of living.
“Over the last few years, we have witnessed some of the most significant changes in gambling policy since the 1970s. We have seen a massive increase in gambling advertising and opportunities to gamble. We can no longer watch sports with our kids or go online without being subjected to an overwhelming amount of gambling advertising. Canada is at a critical moment in how it manages gambling. A national strategy or framework — similar to what we have for alcohol, tobacco and cannabis — is critical to manage the expected increase in gambling harm, especially among youth and other vulnerable people,” explained Dr. Matthew Young, Chief Research Officer at Greo, Senior Research Associate at the CCSA and Adjunct Professor at Carleton University.
The report recommends developing a national strategy that will:
- Develop national standards governing the promotion and availability of gambling;
- Manage conflicts of interest among gambling stakeholders;
- Address inadequate funding for gambling harm prevention and reduction initiatives and research;
- Monitor systematic changes in gambling-related harm, including any assessments of the social and economic costs of gambling; and
- Increase awareness of gambling-related harms among health and social service professionals and the public.
“Increased gambling among people living in Canada will undoubtebly result in increased harms and therefore increased societal costs. These include healthcare costs, criminal-justice costs, child welfare costs, increased unemployment and lost productivity costs because of gambling-related suicide. We need to think about our approach and ensure that it considers not only short-term government revenue and economic activity but also the longer-term societal costs. That’s why we need a national strategy,” Dr. Pam Kent, Director of Research and Emerging Trends at CCSA, said.
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